Shriners Hospitals for Children

Case Study: Sadie DRTV Campaign

Shriners Hospitals provide the highest quality care to children with neuromusculoskeletal conditions, burn injuries and other special healthcare needs within a compassionate, family-centered and collaborative care environment.

Problem:

When CDR began working with Shriners Hospitals for Children, the organization had previously experimented with DRTV commercials produced and placed by a commercial agency. However, the commercials weren’t producing significant numbers of new donors or any significant new revenue.

Solution:

Using existing B-roll footage, we were able to get on the air quickly with two montage spots to test the marketplace. In addition to producing the spots, we also set up a sophisticated tracking system for both the call center and online donations that was not in place with the previous agency. One of the first spots we produced was “Sadie’s story”. The spot focused on the emotional, physical and financial toll Sadie’s family faced. And while it relayed Sadie’s success thanks to the care she received at Shriners Hospitals, it also emphasized the ongoing need of the child which resulted in a lift in response.

In addition to producing the spots and managing the media buys, CDR also orchestrated the entire back-end process from caging to fulfillment, to how we would deal with leads, check pledgers, and “in honor or memorial” gifts. A digital campaign ran concurrently as well, including videos on YouTube, remarketing advertising and a custom microsite.

As the campaign continues, we have introduced and tested new creative. Our most recent spot has set new records for SHC in reducing their cost per monthly donor.